Why involve consumers

'If you don’t involve consumers, you don’t understand your business. Whatever type of business it is, it’s got to have relevance to the people who will be the end users. And this is particularly true in cancer, where a lot of the issues are not self-evident to health professionals or to CEOs of health organisations. They’re often things which, nevertheless, have a large impact on people who are undergoing a lot of stress and difficult times in their lives and what’s important to them is often not that front-of-mind for such people….I think there’s a real opportunity to engage consumers into building a system that is much more responsive to everyone’s needs.'